發(fā)布時間：2021-04-12 04:42

　　廣告在我們?nèi)粘Ｉ钪须S處可見,并日益成為我們生活中的重要部分。它通過報紙,電視,廣播,媒體等對各種產(chǎn)品或者服務(wù)進(jìn)行宣傳,其主要目的就是吸引廣告受眾的注意力,使廣大受眾對之產(chǎn)生興趣和購買欲望。在廣告制作過程中,廣告人非常重視語言技巧的運用,修辭的使用也越來越頻繁。本文以Sperber和Wilson的關(guān)聯(lián)理論為理論框架,從認(rèn)知語用學(xué)角度對中英文廣告中諸如比喻,雙關(guān),仿擬,夸張等修辭的理解進(jìn)行細(xì)致的分析與闡釋。根據(jù)關(guān)聯(lián)理論,廣告交際作為一種特殊的言語交際形式,屬于明示—推理交際的模式,其包括廣告人的明示刺激和廣告受眾的推理。在廣告交際中,廣告者要保證所運用的修辭語言具備最佳關(guān)聯(lián),能吸引廣告受眾的注意力,并使其為廣告付出認(rèn)知努力。結(jié)合語境以及話語內(nèi)容,廣告受眾可以推斷出廣告者的真實意圖,取得廣告所要達(dá)到的語境效果。在理解過程中,受眾還可以獲得幾種語用效果:1)引人注目2)幽默效果3)簡潔凝煉4)美學(xué)享受。但是,本研究發(fā)現(xiàn)并不是所有的廣告修辭都是成功的,由于文化,社會及個體差異等原因,廣告效果也會有所不同。因此要想取得較好的廣告效果,廣告者需要更好的了解不同的社會,文化及個體特點。盡管本研究存在... 

【文章來源】：廣西民族大學(xué)廣西壯族自治區(qū)

【文章頁數(shù)】：59 頁

【學(xué)位級別】：碩士

【文章目錄】：
Acknowledgements
摘要
Abstract
Chapter 1 Introduction
    1.1 The Significance of the Study
    1.2 Definition and Functions of Advertising
    1.3 Rhetorical Devices in Advertising
    1.4 The Rationale and Objects of the Study
    1.5 Data Collection and Research Method
    1.6 The Main Structure of the Thesis
Chapter 2 Literature Review
    2.1 Studies on Language of Advertising
        2.1.1 The Semiotic Approach
        2.1.2 The Pragmatic Approach
        2.1.3 Other Linguistic Approaches
    2.2 Studies on Rhetoric of Advertising
    2.3 Summary
Chapter 3 Relevance Theory
    3.1 Relevance Theory
        3.1.1 The Principle of Relevance
        3.1.2 Context
        3.1.3 Relevance and Communication
    3.2 Ostensive-inferential Communication
    3.3 Implicature
    3.4 Summary
Chapter 4 The Analysis of Rhetoric Figures of Advertising from the Perspective of Relevance Theory
    4.1 The Ostensive-inferential Process of Advertising Communication
    4.2 The Optimal Relevance and Cognitive Context in Advertising
    4.3 The Rhetorical Figures in Advertising and the Analysis
        4.3.1 Simile and metaphor
            4.3.1.1 Simile and Metaphor in Advertising
            4.3.1.2 Relevance Theory and the Analysis of Simile, Metaphor
        4.3.2 Pun
            4.3.2.1 Pun in advertising
            4.3.2.2 Relevance Theory and the Analysis of Pun in Advertising
        4.3.3 Parody
            4.3.3.1 Parody in Advertising
            4.3.3.2 Relevance Theory and the Analysis of Parody in Advertising
        4.3.4 Hyperbole
            4.3.4.1 Hyperbole in Advertising
            4.3.4.2 Relevance Theory and the Analysis of Hyperbole in Advertising
    4.4 The Pragmatic Functions of Figure of Speech in Advertisements
        4.4.1 Attractive
        4.4.2 Humorous
        4.4.3 Brief
        4.4.4 Aesthetic
    4.5 Drawbacks of Figures of Speech in Advertisements
    4.6 Summary
Chapter 5 Conclusion
Notes
Bibliography
Publications During the Postgraduate Program



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